Recommendations on Writing an Efficient Social Media Advertising Request For Proposal (RFP)

Recommendations on Writing an Efficient Social Media Advertising Request For Proposal (RFP)

Recommendations on Writing an Efficient Social Media Advertising Request For Proposal (RFP)

A couple of 12 months in the past, I wrote an article with tips on writing a web site design and improvement Request for Proposal (RFP), which acquired an awesome response. Now I believe it is excessive time to do the identical factor for these wishing to have interaction an company for Social Media Advertising and different On-line Advertising and Promoting session and implementation.

Under are my solutions of methods to put together an RFP for social media tasks, retainers and campaigns. I additionally recommend doing analysis on-line and viewing different Request for Proposals to see what works finest to your group. Needless to say no matter format you select will decide not solely how lengthy the responses are, but in addition what kind of focus you’re in search of from the respondents. Every part of the RFP is printed beneath, together with some rationalization and steered questions. Have enjoyable!

Details about your group and challenge


The aim of this part is to provide a quick overview of the corporate issuing the RFP and the social media challenge or desired work relationship between the corporate and the seller. Present as a lot data as you are feeling is critical to permit distributors to organize an correct proposal. When you really feel that there’s sure proprietary or different data that you don’t want to make public, require a Non Disclosure Settlement be signed earlier than receiving that data. This may occasionally restrict the participation of distributors, however it’s oftentimes obligatory to guard personal data.

1. Firm Overview

  • Organizational historical past
  • Your small business aims
  • Your organization’s historical past utilizing social media or explanation why your group intends to start to take part in social media

2. Overview of Venture

  • State the challenge aims and the way they relate to the enterprise aims said above. Clarify the kind of vendor relationship desired i.e. Venture-based, Company of Report, and so on. Clarify the present involvement your group has with social media channels and the way they relate to each your group’s major presence and any associated campaigns
  • Clarify the social media channels you want the marketing campaign to contain, except you’re in search of solutions of which to make use of, then please specify that to the distributors
  • Clarify how the challenge matches into your general advertising and marketing technique (on-line and offline) and if there may be one other vendor concerned in different facets of your Promoting and Advertising initiatives
  • Clarify the measurable outcomes you want to see
  • Clarify the length of the work – is it a short lived marketing campaign, or an ongoing organizational advertising and marketing platform?

3. Overview of Audiences and Stakeholders

  • Record major audiences for the corporate, i.e. demographics, psychographics, and so on
  • Record major data wants of every viewers group
  • Establish if any market or viewers analysis can be obligatory within the execution of the marketing campaign

4. Overview of Response

  • Make it clear the kind of response you’re in search of:
  • Are you in search of a hypothetical strategy, or an evidence of the seller’s strategy of how they may come to create your marketing campaign. Many occasions a hypothetical strategy will not be one of the simplest ways to strategy an RFP course of just because a vendor can be lacking a number of key items of knowledge which may negatively have an effect on their potential to suggest a particular answer. We propose in search of extra common responses and weighing the effectiveness of previous shopper work closely

Tips for Proposal Preparation

  • As a way to give all certified distributors a degree enjoying area, it is vital to arrange a straightforward to observe schedule for each when your RFP is issued, when and to whom questions are allowed, and when and in what format responses are required
  • Specify the date the RFP was issued (Month, Day, Yr). In case your RFP is publicly listed, it is going to assist these looking for RFPs on Google or by different strategies to search out related Request for Proposals
  • An non-compulsory requirement is to specify that every one distributors register their intent to submit a proposal by a sure date – normally inside 1-2 weeks of the RFP difficulty. It is a good approach to restrict the potential variety of distributors who reply for those who anticipate a big quantity of proposals and would slightly obtain a smaller quantity
  • We suggest permitting a query and reply interval that ends a minimum of 1 week earlier than the proposal is due. It’s as much as you whether or not to permit questions by e-mail, convention name or particular person cellphone calls. We do suggest that you just share all of the questions (and solutions) with all distributors with a view to hold issues as equal as attainable. All the time specify which format -phone name, e-mail, and to whom these questions ought to be addressed. We suggest figuring out a single individual in your group to be the purpose of contact. Simply be certain trip schedules, and so on do not intervene with this course of, and if there may be another cause why the first level of contact may must be out of city through the course of, specify a secondary level of contact
  • Responses from issuer to be despatched by

    20XX within the following codecs (specify whether or not digital submissions, exhausting copies or each have to be both emailed, mailed or hand-delivered)

  • On the idea of the replies to the RFP doc, a brief record of potential distributors can be chosen and this group can be requested to current demonstrations of their capabilities and imaginative and prescient for the challenge. These conferences can be accomplished by

    XXth, 20XX
  • Awarding of the contract to chose Vendor by

    XXth, 20XX
  • Work to start by

    20XX and to final till

    (if relevant)

Vendor Questions and {Qualifications}

The next is a collection of questions that, if relevant, we propose you ask the distributors submitting proposals. Some might not apply, however it’s a nice thought to get as a lot of an thought of the seller’s strategy and philosophy on social media as attainable. Examine the responses each amongst one another, and to the analysis and studying that you’ve got achieved to guarantee that the seller is updated with the most recent considering and finest practices.


  • Firm identify and mum or dad firm identify
  • Possession construction
  • Years in operation
  • Mailing handle (headquarters)
  • Different workplace location(s)
  • Major cellphone
  • Fax quantity
  • Web site and weblog URL
  • Major level of contact (identify, title, cellphone and e-mail handle)
  • Complete variety of workers
  • Variety of vendor workers whose major perform is social media
  • Present shopper record with these engaged in social media work recognized
  • Share of whole income that’s social-media associated
  • Three references for social media work together with; firm identify, major shopper identify, contact particulars and transient rationalization of companies supplied
  • Any potential conflicts with present vendor shopper base and this RFP
  • Senior social media workers bios and hyperlinks to social media profiles the place relevant
  • Please present a whole record of related social media platform and know-how companions
  • References from purchasers presently engaged in social media work with the seller


  • Record all social media and on-line advertising and marketing capabilities
  • Do you may have any proprietary instruments or merchandise associated to social media?
  • Please record any expertise you may have with integrating social, paid and/or earned media
  • Is there a particular trade or kind of labor your agency makes a speciality of?
  • Please record and supply hyperlinks to major social media communication channels to your firm (i.e.firm weblog,Twitter account, Fb group, blogs authored by principals, and so on.)


  • Please define your social media technique course of
  • Which stakeholder teams do you usually embrace in a technique engagement?
  • Describe the ultimate deliverable of a technique engagement
  • What’s your strategy to danger administration in social media?
  • How do you incorporate present functions, web sites, microsites and publication packages into your general social media technique?
  • How do you guarantee compliance with shopper authorized necessities?
  • Please describe your strategy to integrating throughout shopper advertising and marketing, customer support and company communications departments. Please present an instance of your work on this space
  • How do you strategy adapting a standard model right into a two-way dialogue?
  • Please present a case research of your technique work that resulted in a social media initiative and the enterprise outcomes achieved


  • What’s your model/status monitoring course of (i.e. proprietary instruments used, methodology, and so on)?
  • What’s your opinion on automated sentiment evaluation?
  • What know-how do you employ to help in on-line monitoring?
  • How lengthy (on common) between a possible difficulty being posted on-line and being flagged to the shopper?
  • What quantity of mentions has your group dealt with up to now (e.g. 2,500 mentions per week)?
  • What’s your high quality assurance course of to make sure that the big volumes of knowledge gathered within the monitoring course of are dealt with effectively and consultant of the general on-line dialog?
  • Please element your methodology for dealing with on-line crises
  • What companies do you present in help of on-line disaster administration?
  • Please describe the construction of your disaster administration crew, together with bios and related expertise
  • How do you assess which mentions require speedy responses and which don’t?
  • Please define your common strategy to sourcing and responding to feedback
  • Please present a case research detailing your work for the needs of managing status or on-line disaster administration, together with outcomes and classes discovered
  • Please embrace a pattern of your monitoring report format and/or a hyperlink to applicable dashboards (specifics ought to be eliminated)


  • What methodology do you employ for measuring the success of your social media packages for purchasers?
  • Please present particular examples based mostly on previous work
  • Have you ever developed any proprietary metrics? How have you ever utilized these for purchasers?
  • How have you ever outlined Return on Funding (ROI) from a social media perspective up to now?
  • How do you’re taking information factors generated from varied social media channels and measurement instruments and mix to provide an goal/complete view?
  • What’s your strategy to server analytics and neighborhood analytics for program measurement?
  • Do you may have the potential to measure price per lead or price per acquisition? Please present an instance of a challenge on which you may have achieved so
  • What platforms are you unable to measure precisely, or capable of present solely restricted measurements from?
  • Please present a pattern of a measurement doc or ultimate report (specifics ought to be eliminated)
  • What proportion of the price range do you suggest be devoted to metrics and measurement?


  • Do you provide social media coaching companies for purchasers? If sure, what codecs are they accessible in?
  • What inside processes do you may have in place to make sure that your workers is stored present on social media improvements and finest practices?
  • How do you measure progress and consider coaching effectiveness?
  • How do you suggest that purchasers hold updated on the most recent social media improvements and finest practices?


  • What are your design, artistic and neighborhood administration capabilities?
  • What proportion of your workers is devoted to constructing and deploying social media options versus administration and consulting?
  • Please describe your expertise with the next platforms and techniques:

– YouTube or related video sharing websites
– Blogs, Podcasts, Vodcasts, Boards
– Content material Administration System (CMS)
– Buyer Relationship Administration (CRM)
– E-mail Advertising
– Search Engine Optimization (website positioning) and Search Engine Advertising(SEM)
– Fb Pages, Apps, API integration
– Cellular software improvement
– Twitter
– Information sharing websites (i.e. Digg, Reddit, and so on.)
– Digital Worlds and Augmented actuality
– Photograph sharing (i.e. Flickr) and different content material sharing websites (i.e. Scribd, Slideshare, Scrumptious, and so on.)
– Social Media press releases(SMPRs)
– Crowdsourcing or Wikis
– Actual world occasions organized by way of social media (e.g. Tweetups)
– Rankings/Customer support websites (i.e. Yelp, ePinions, and so on.)

Please present examples of social media channel improvement work accomplished inside the final two years


  • What’s your course of for figuring out influencers inside varied social media channels?
  • How do you establish and outline “affect?”
  • What’s your outreach course of for speaking with recognized on-line influencers?
  • What instruments and approaches do you employ for Influencer Relationship Administration? (Third-party, proprietary,and so on.)
  • How have you ever built-in Influencer Outreach with conventional communications and/or advertising and marketing campaigns?
  • How do you strategy seeding conversations inside stakeholder teams?
  • What’s your exit technique with influencers as soon as the initiative is accomplished?
  • How do you guarantee authenticity and transparency when conducting outreach on behalf of a shopper?
  • Please present a case research of a web-based neighborhood outreach challenge


  • How is a typical shopper engagement together with your agency structured?
  • How do you construction your account groups?
  • Please define your inside communication construction. In case your account workers is separate out of your challenge administration workers, please element how these groups work collectively
  • If you’re chosen to supply social media companies, who can be assigned to our enterprise (please present names, titles and brief biographical notes)
  • What proportion of senior workers involvement is structured in to your tasks? What function do they play?
  • How are your tasks priced? Utilizing an hourly fee? Blended company fee? If the previous, please present a fee card
  • What change administration practices does your company make use of?
  • What reviews can be supplied to the shopper with a view to talk challenge milestones and general challenge well being?
  • What’s the frequency of those reviews?
  • What’s your course of for gathering enterprise necessities?

Writing a Request for Proposal (RFP) is an effective first step when contemplating On-line Advertising and Social Media work because it takes considerate planning to specify and assemble an efficient, built-in marketing campaign. A nicely thought-out, high quality RFP is crucial to a profitable endeavor as a result of it lets you focus in your objectives and precisely methods to obtain them.

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